Joining the Anti-Brand Communities on the Internet: Who and Why
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- Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
- Krishnamurthy, Sandeep & Kucuk, S. Umit, 2009. "Anti-branding on the internet," Journal of Business Research, Elsevier, vol. 62(11), pages 1119-1126, November.
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- Sofie Bitter & Sonja Grabner-Kräuter, 2016. "Consequences of customer engagement behavior: when negative Facebook posts have positive effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 219-231, August.
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Keywords
negative feelings; negative consumer-brand relationships; brand hate; anti-brand communities; social networks;All these keywords.
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